What is a LinkedIn Sponsored InMail ad?

Do you know LinkedIn sponsored InMail ads?

How to run LinkedIn sponsored InMail ad campaign to reach more clients.

In this article, you will learn how to use LinkedIn sponsored InMail ad campaign.

In 2006 LinkedIn announced, sponsored InMail allow for advertising on LinkedIn.

As you know LinkedIn is popular social media platform for professional users. You can post your success story, current affairs and job posting as well.

You can bring more professional and accurate leads from LinkedIn ads.

Sponsored InMail is a great way to reach your business audience and you can drive more professional clients through LinkedIn.

Before we start you should have the following thing:

  1. LinkedIn personal or professional profile.
  2. Mostly you should create a LinkedIn business page.
  3. Some business followers.
  4. Add at least 3 Business comminutes.
  5. Share your post or greeting to a different community.

What is a LinkedIn Sponsored InMail ad

Sponsored InMail consist of custom text, call to action, greetings and website links. You can also add a custom lead generation form.

LinkedIn sponsored InMail campaign use to generate leads and drive traffic to your business website.

While traditional email marketing is still an effective way to perform your inbound strategies. But LinkedIn sponsored InMail allow you to promote your campaign with your assign budget and time.

You can add custom template to engage your client. Custom templates allow you to add lead generation form.

By using traditional email marketing you can’t track your campaign performance and not even you take any action about your strategies.

Sponsored InMail strategies allow you to monitor your ad campaign and also you can see your targeted audience behavior about your campaign.

Let’s walk through some basic steps to create LinkedIn sponsored InMail ad:

Step 1: Sign-in your campaign manager

Login your LinkedIn business account. If you don’t have business account creates it first.

Go to the right top corner to a window and click creates a campaign button.

Login your LinkedIn account
Login your LinkedIn account


Step 2: Choose sponsored InMail

Choose sponsored InMail objective, where you can send the direct message to the people who matter to your business.

You will reach next window, where you can select any of two goals.

  1. Web traffic
  2. Lead generation through a form.
Choose an ad product
Choose an ad product


Step 3: Select your objective

Define your campaign name and language to show your targeted audience.

The character limit for a campaign is 50 words.

Campaign names are not publicly displayed. Use this field to name this individual campaign.

Your audience size depends on the language that you selected. English is default language and English has universally approved the language.

Two type of goals:

  1. Send people to your site:

Here you can drive more traffic to your site after a user clicking your landing page. By using this method you can engage more audience.

Use conversion tracking to see how many audiences actually converted after clicking your ads or page.


  1. Collect leads using leads generation form:

You can convert your audience into qualified leads directly on LinkedIn.

In this technique, you can collect accurate, complete lead data, including user contact information, job details, company name and more.

You can measure your campaign using cost per lead and lead generation rate.

You have to create a form or use the existing form to attract your targeted audience.

Name your campaign
Name your campaign


Step 4: Enter your campaign name

Enter sponsored InMail ad name that helps you to track each single campaign performance.

Add new sender, ensure your sender has a profile picture will set your campaign up for success.

To add a new sender to your Sponsored InMail creative, you must be connected on LinkedIn.

Generally, the new sender will take time to accept your request, so set yourself as default sender that will enable creative and save it in the draft.

Select a sender for your sponsored InMail
Select a sender for your sponsored InMail


Step 5: Create your message content

The subject will appear at the top of your message. Keep your subject shorten, relevant and personal.

You can add subject up to 60 words and make your subject impactful with your topic.

Type your message text under 1000 character. Message text consists of company information e.g. company name, address, contact number, and email address.

You can add custom term and conditions at bottom of the form.

Standard LinkedIn terms are included in the footer of each Sponsored InMail, along with a link to unsubscribe from future Sponsored InMails.

Create your InMail Content
Create your InMail Content


Step 6: Define your landing page and call to action

Type your landing page URL or paste URL into a call to action button.

If you want to set your own call to action button, type the exact text you like to appear for your call to action button.

The character limit is 20 and sees a preview on the right side.

The select form template that you want to show your targeted audience. You can able to select an old template or create a new form template.

As well as you can upload banner image relevant to ad creative.

The required size for the banner is 300×250 and format will be jpg, png and jpeg.

Define your landing page and call to action button
Define your landing page and call to action button


Step 7: Define your audience.

Create your audience based on your ad content. LinkedIn contains different option to add custom audience.

Matched audience: create an audience based on your recent website visit. You can retarget your audience on the previous visit on your website.

After clicking create an audience button, you will able add retargeting audience on recent visit base.

Target a list of accounts or contacts: if you have a list of email address relevant to your ad campaign, you can upload by using upload a list button.

Demographic base: you can add audience on location base. Type city, country or state you want to target.

Select specific audience to choose an accurate and ideal audience.

Specific audiences depend on following factors:

  1. Company name
  2. Company industry and size
  3. Job title
  4. Job function
  5. Member age and gender
  6. Degree
  7. Company connections and more.
Define your campaign audience
Define your campaign audience


Step 8: Set your ad budget and schedule.

Setup how much you want to spend and when to start and stop your campaign.

You will spend your money on cost per send (CPS) bid option.

Conversion tracking allows you to measure how many conversion you’re getting from your LinkedIn ads.

Sponsored InMail bid is reduced by cost per sent to member inbox.

Your daily budget is the amount of money you’re going to spend on an ad campaign in a single day.

The maximum amount your willing to pay per click or pay per 1000 impressions.

According to your daily budget, LinkedIn suggests you average bid that reaches the majority of your audience.

Based on your selection, your campaign either start immediately or within a date range you selected.

Select Budget and Schedule
Select Budget and Schedule


Step 9: Review and launch your ad

Review your sponsored InMail ad and make sure that you are running your campaign with your goal.

Enter your payment details and your campaign is ready to launch.

You can edit, pause and remove your campaign at any stage you want.

Enter Payment Details and Launch
Enter Payment Details and Launch



Linkedin sponsored InMail sent a direct message to inboxes of targeted LinkedIn connections based on demographics.

Sponsored InMail require a set budget before running the ad. It is not possible to run a test campaign as you might with a sponsored update.

LinkedIn allows you to reach the majority of your audience. Sponsored InMail is a unique way to reach your audience through a message.

LinkedIn sponsored InMail is more effective than traditional email marketing.

Try it yourself and if you have any query regarding this article ping me in the comment section below.

Don’t forget to subscribe my blog for more updates.

Thank you for reading!

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